Content-behavioral analytics of digital management of marketing communications in the regional creative economy

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Abstract
The article presents the results of a study aimed at analyzing the communicative activity of regional creative clusters in the Russian Federation within the «Vkontakte» social network. The relevance of the study stems from the growing role of creative clusters as a key factor in the development of the regional creative economy, as well as their inclusion among the priority areas of Russia’s state cultural and economic policy. The study conducted a content-behavioral analysis of the official communities of creative clusters using the LiveDune analytics service, which enabled the identification of distinctive features in content composition, publication dynamics, and audience responses to various types of materials and formats of visual content presentation. Based on the obtained data from digital communities of creative clusters located in diverse regions and operating under varying institutional and spatial conditions, recommendations were formulated for the thematic content of digital channels, and a conceptual model of marketing communications management for creative clusters was developed. This model delineates a cyclical system of interrelations among communication objectives, content strategies, and responses from target audiences. The research findings can be applied to the formation and optimization of communication and marketing strategies for creative clusters, while also holding practical value for further marketing and interdisciplinary studies in the management and development of the creative economy.

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